Ashtapathy Healthcare

BACKGROUND.

Natural segment in India’s personal care category is growing at a fast rate and currently holds 41 % and pegged at $ 3 billion (185000 cores.). If the trend continues then natural segment will constitute 50 percent of personal care market by 2025.
Ayurveda personal care products are much sought in recent times. The trend can be attributed to the consumers perception that that age-old wisdom and traditional science are good for long term health and beauty.
Chemical based formulations pale in comparisons with the healing powers of Nature. They do very little to address the root cause of the ailments and frequently create new health problems.
There are lot of beauty products and lifestyle stores branded as natural. Similarly, many products branded as Ayurveda are available in skincare and hair care segments. Many big brands have tried to build up an Ayurveda brand but no major success was marked. The authenticity and quality of these brands were debatable.
Ashtapathy manufacture and market authentic Ayurveda formulations and remedies in the beauty sector with state of the art own production centers under the supervision of trained manpower backed up by years of research. The mission of Ashtapathy is to offer customers with pure and natural products based on Ayurveda scriptures
THE TASK:
To launch Ashtapathy as an authentic premium niche brand in Ayurveda beauty care. The TG is spread out all across India with little concentration but expected to grow at a fast rate. The long tail distribution of the TG means the brand should also be pushed through
online as well as conventional channels. The look and feel had to be matched with the consumer expectation and various touch points has to be identified for communications. The Deva Thali, Multai Mitti and Olive variants are launched under herbal bathing bars category. Devathali and mud shampoos are launched under natural hair cleansers. The care cleansers are free from paraffin and sulphate. The term bathing bars and hair cleansers are preferred over soaps and shampoos as a differentiating strategy.
Conventional medium : Medium: Print, Magazines & Hoardings
Digital Medium: Instagram, Twitter, facebook , fashion and beauty care blogs.